Business Research Methods
Exam Bank
Course Introduction
Business Research Methods introduces students to the fundamental methodologies and techniques used in business research to support informed decision-making. The course covers topics such as research design, data collection methods (both qualitative and quantitative), sampling strategies, data analysis, and the interpretation and presentation of research findings. Emphasis is placed on the critical evaluation of research sources, ethical considerations in conducting research, and the application of research outcomes to solve real-world business problems. Through case studies and practical projects, students gain the skills necessary to conduct independent research and critically assess research in a business context.
Recommended Textbook
Marketing Research 8th Edition by Alvin C. Burns
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Page 2
Chapter 1: Introduction to Marketing Research
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Q1) Marketing research provides managers with new information to help them make decisions.
A)True
B)False
Answer: True
Q2) High gasoline prices and concerns about fossil emissions bothered consumers,so Toyota developed the Prius.This is an example of what use of marketing research?
A)Generating potential marketing actions
B)Identifying potential marketing segments
C)Identifying marketing opportunities and problems
D)Identifying market problems and marketing actions
Answer: C
Q3) For many years,the marketing concept has been recognized as the"right philosophy"because:
A)It is well established in marketing literature.
B)It recognizes that profits are a result of sales volume.
C)It always focuses on the consumer.
D)It does not rely on high-pressure selling.
Answer: C
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Page 3
Chapter 2: The Marketing Research Industry
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Sample Questions
Q1) ________ is the person recognized as the"Father of Marketing Research."He is given credit for conducting the first continuous and organized market research
A)Charlie Young
B)C.J.Craig
C)Charles Coolidge Parlin
D)Jed Bartlet
Answer: C
Q2) Marketing researchers not only need to be skilled at gathering and analyzing data,but also at communicating results effectively because of:
A)The multiple new types of data and methods now in use.
B)The multiple new types of social media.
C)The multiple new types of interactive resources.
D)The multiple new types of traditional data and methods.
Answer: A
Q3) "Fund raising under the guise of research"is known as frugging and is illegal.
A)True
B)False
Answer: False
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Chapter 3: The Marketing Research Process & Defining the
Problem and Research Objectives
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Q1) The term"research design"refers to the research approach used to meet the research objectives.Three widely recognized research designs are:
A)Exploratory,structured,and causal.
B)Formal research,descriptive,and causal.
C)Exploratory,descriptive,and causal.
D)Descriptive,casual,and exploratory.
Answer: C
Q2) Identification of problems is challenging.What portion of an MIS system would make managers aware of promotions that are cannibalizing other products or indicate which geographical regions are responding or not responding to promotions?
A)Marketing research system
B)Marketing intelligence system
C)Internal reports system
D)Marketing decision support system
Answer: C
Q3) Problems are situations calling for managers to make choices among alternatives.
A)True
B)False
Answer: True
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Chapter 4: Research Design
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Q1) Determining the sales potential for a new product or service is the only use of test markets.
A)True
B)False
Q2) Because one of the major reasons for conducting a test market is to achieve ________,the test-market city should be representative of the marketing territory in which the product will ultimately be distributed.
A)internal validity
B)external validity
C)internal variability
D)external variability
Q3) After submitting a winning proposal and becoming familiar with the client,researchers select a research design,which is a master plan that specifies the methods that will be used to collect and analyze the information needed for a research project.
A)True
B)False
Q4) The alternative term for continuous panels is omnibus panels.
A)True
B)False
Page 6
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Chapter 5: Secondary Data & Packaged Information
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Q1) In addition to providing new data each year,the ACS offers a measure of accuracy of the yearly estimates by relying on a sampling plan that involves surveying about three million Americans every year.
A)True
B)False
Q2) Retailers who purchase Nielsen's tracking data for their category get up-to-date information about what brands are selling at which retailers at the SKU level,and learn what their competitors are selling.The tracking studies are examples of:
A)Syndicated services.
B)Customized services.
C)Media services.
D)Packaged services
Q3) An important emerging source of big data that uses sensors and monitors is:
A)the Internet of Things(IoT).
B)Mass media data.
C)Online consumer panels.
D)Social media data.
Q4) Explain the advantages and disadvantages of secondary data.
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Chapter 6: Utilizing Exploratory and Qualitative Research Techniques
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Q1) When a sales manager examines records of sales calls to determine how frequently salespeople make cold calls,he or she is using what type of observational research?
A)Direct
B)Structured
C)Covert
D)Indirect
Q2) People cannot recall accurately how many times they looked at their wristwatch while waiting in a long line to buy a ticket to a best-selling movie or which brands of cookies they looked at while grocery shopping.This is an example of public behavior observation.
A)True
B)False
Q3) Types of indirect observations include archives and physical traces.
A)True
B)False
Q4) Define observation as a qualitative research technique and the different observation techniques.Describe the differences in these techniques.
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Chapter 7: Evaluating Survey Data Collection Methods
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Q1) A disadvantage of the mall-intercept survey is:
A)Difficult to obtain permission of mall management.
B)Unreliability of mall-intercept interviewers.
C)Mall shoppers may not be representative of the target market population.
D)Interviewers in mall-intercept studies are often distracted by mall activities.
Q2) The ________ is characterized by non-responsiveness and self-selection bias.
A)online survey
B)in-office interview
C)mall-intercept survey
D)mail survey
Q3) Recent growth of non-mall retailing concepts,such as catalogs and stand-alone discounters such as Walmart and online vendors such as Amazon,mean that more mall visitors are recreational shoppers rather than convenience-oriented shoppers,resulting in the need to scrutinize mall-intercept samples as to what consumer groups they actually represent.
A)True
B)False
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Chapter 8: Understanding Measurement, Developing
Questions, and Designing the Questionnaire
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Sample Questions
Q1) If the respondent is asked to indicate his or her first,second,third,and fourth choices of hotels,the results are:
A)Preferentially scaled.
B)Nominally scaled.
C)Differentially scaled.
D)Ordinally scaled.
Q2) It is common for a questionnaire designed by one employee of the research company to then be given to a colleague who understands questionnaire design for a thorough inspection for question bias as well as face validity.
A)True
B)False
Q3) Constructs are the specific features or characteristics of an object that can be used to distinguish it from another object.
A)True
B)False
Q4) It is not good practice to invent a novel scale format with every questionnaire.
A)True
B)False
Q5) Define reliability and validity.How can something be reliable yet not be valid?
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Chapter 9: Selecting the Sample
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Q1) To use systematic sampling,it is not necessary to have a complete listing of the population.
A)True
B)False
Q2) The terms known and unknown are misleading;to calculate a precise probability,one would need to know the exact size of the population,and it is impossible to know the exact size of the population in most marketing research studies.
A)True
B)False
Q3) Nonprobability samples are samples where the chances(probability)of selecting members from the population into the sample are known.
A)True
B)False
Q4) Name and describe the four basic nonprobability sampling methods that contain bias because all members of the population do not have a fair chance of being selected into the sample.
Q5) What is a skewed population? How does stratified sampling work with skewed populations?
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Chapter 10: Determining the Size of a Sample
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Q1) The method that uses cost as an overriding basis for sample size is called:
A)The budget override approach.
B)The sample cost approach.
C)The"all you can afford"approach.
D)The minimum cost expenditure approach.
Q2) Sample sizes based on statistical analysis criteria can be quite small.
A)True
B)False
Q3) ________ is an adjustment factor that is approximately equal to the square root of that proportion of the population not included in the sample.
A)A standard adjustment factor
B)Standard error
C)An infinite multiplier
D)A finite multiplier
Q4) A lower sample size means less effort,time,and cost,so there are good reasons for a researcher to try to estimate p rather than to take the worst case.
A)True
B)False
Q5) How does a researcher calculate variability in the population?
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Chapter 11: Dealing with Fieldwork and Data Quality
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Q1) If an interviewer does not have all of the data for primary questions and secondary questions,he or she cannot count the survey as completed.
A)True
B)False
Q2) Data analysis is the phase of the marketing research process during which respondents provide their answers or information in response to inquiries posed by the researcher.
A)True
B)False
Q3) Interviewer cheating is a concern,especially when compensation is calculated on a per completed-interview basis.
A)True
B)False
Q4) Nonresponse errors of various types occur through the data collection phase.What types of nonresponse errors exist? How can nonresponse error be determined or calculated?
Q5) Describe datasets,coding data,and the use of a data code book.
Q6) Data collection and nonsampling error go hand-in-hand.Define nonsampling error and what nonsampling error includes.
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Chapter 12: Using Basic Descriptive Analysis Performing
Population Estimates and Testing Hypotheses
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Q1) The hypothesized population parameter value can be determined using a percentage,mean,or a median.
A)True
B)False
Q2) There are four steps or guidelines for presentation of hypothesis tests,which are followed for each explicitly stated hypothesis.
A)True
B)False
Q3) A researcher asks the question: "On a scale of 1 to 5,how does Starbucks rate on variety of its coffee drinks?"Which of the following descriptive statistic would the researcher likely use?
A)Range
B)Frequency and/or percentage distribution
C)Cumulative percentage distribution
D)Standard deviation
Q4) There are five basic types of statistical analyses that can be used by marketing researchers to reduce a dataset: descriptive analysis,inference analysis,difference analysis,association analysis,and relationships analysis.Under which circumstances is each type used?
14
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Chapter 12: Using Basic Descriptive Analysis, Performing
Population Estimates, and Testing Hypotheses
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Q1) Depending on the objectives of the research,it is not recommended to combine percentage differences and mean differences in the same table when reporting the results of differences tests.
A)True
B)False
Q2) When a researcher wants to perform the test of significance of differences between two percentages,each representing a separate group(sample),what is the FIRST required step?
A)Subtracts the two percentages
B)Adds the two medians of the percentages
C)Divides each of the two percentages
D)A comparison of the two percentages
Q3) One of the advantages of using ANOVA is that it ________,because all a researcher needs to do is to look at the Sig.value.
A)immediately notifies the researcher of potential problems
B)raises cautionary issues of concern regarding differences
C)allows the researcher to find similarities
D)immediately notifies the researcher if there is any significant difference
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Chapter 14: Making Use of Associations Tests
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Q1) A curvilinear relationship means a very smooth curve pattern.However,it does not clearly describe the association.
A)True
B)False
Q2) Any correlation that is equal to or greater than the absolute value of .20 is typically uninteresting to marketing researchers because it rarely identifies a meaningful association between two variables.
A)True
B)False
Q3) You might be tempted to believe that more company salespeople cause more company sales or that an increase in the competitor's salesforce in a territory takes away sales.Correlation should:
A)Reaffirm that cause-and-effect relationships exist.
B)Not be interpreted to demonstrate such cause-and-effect relationships.
C)Not be interpreted to demonstrate corporate revenue would be affected.
D)Confirm that relationships between two different sales variables exist.
Q4) A cross-tabulation table is sometimes referred to as an"r × c"(r-by-c)table.
A)True
B)False
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Chapter 15: Understanding Regression Analysis Basics
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Q1) A multiple regression result is an estimate of the population multiple regression equation and,just as is the case with other estimated population parameters,it is necessary to test for what?
A)The size of the population
B)Statistical significance.
C)Standard deviation
D)Statistical non-significance
Q2) When using SPSS to run stepwise multiple regression,there is:
A)No need to trim and rerun the regression analysis.
B)A need to leave the nonsignificant independence variable and rerun the multiple regression.
C)A need to expand the nonsignificant independence variable and rerun the regression.
D)No compelling need to examine the mixed significance results.
Q3) With multiple regression,you work with a ________ rather than a line.
A)scatter plot
B)bivariate plane
C)regression plane
D)elliptical plane
Q4) How does a researcher improve regression analysis?
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Chapter 16: Writing the Research Report
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Q1) Preparing and writing the marketing research report is an important step in the culmination of a research project.Describe the tools and advances involved in the report writing process.
Q2) What might replace a written and oral report?
A)Using charts and graphs only
B)A documentary-style video
C)Online reporting
D)A series of oral briefings
Q3) Why is the marketing report important both for the client and the marketing researcher? Why is the communication of the results critical?
Q4) Research updates can be disseminated on an ongoing basis to managers through regular newsletters or through:
A)Public news stories.
B)Annual reports.
C)Updates to key managers.
D)Social media tools,such as Twitter.
Q5) Research objectives should always be listed within the methods section. A)True
B)False
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